If you are looking to displace an existing system (either a competitor or customer-built), a wonderful approach is to ask for a “Reverse Demo.” Your objectives are to:
1. See what your prospect likes in the incumbent product. This enables you to avoid disparaging the capabilities that your prospect appreciates!
2. See what your prospect doesn’t like and then explore the depth of pain, impact, and value etc. associated with making a change.
3. If you are familiar with the competitive offering, you may realize that there are capabilities your prospect may be unaware of. This can help your cause as well.
Many Great Demo! practitioners report they have incorporated this step in their standard discovery process with great success: “Before I demo to you, why don’t you demo to me?”
What a great way to flip the script!
You’ll find much more about Reverse Demos starting on page 225 in the Elements of Discovery sections in Doing Discovery.
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